MILO Philippines: Championing sports in desperate times

MILO, a drinks brand, launched a campaign in the Philippines during the Covid-19 lockdown to help children maintain their physical health.

Campaign details

Brand: MILOBrand owner: NestléEntrant company: Nestlé Philippines, MakatiIdea creation: Ogilvy Philippines, Makati CityMedia: Openmind, Taguig CityMarket: PhilippinesSector: Milk & dairy drinksMedia channels: Livestreaming, Merchandise & free gifts, Online videoBudget: Up to 500k

Executive summary

Brand responses to Covid-19 tended to fall into one of three main categories: emotional statements of compassion and care; high-visibility corporate donations; and digital-everything, to keep connections (and transactions) going.

MILO consumers in the Philippines, skewed to low-income households and subjected to strict lockdowns, needed support that...

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